Companies that lead in their ability to earn customer loyalty “not only grow faster, but they also do that with a lower cost as a percent of revenue,” insists Rob Markey, a partner in the New York office of consultancy Bain & Co.
Using indicators such as the Net Promoter Score (NPS), awards from consumer intelligence firm J.D. Power, and customer-satisfaction ratings, he added a touch of quantitative oversight to this perspective, noting that such enterprises grow “about two-and-a-half times faster than their competitors.”
As attractive as that long-term equity might be, many companies prefer a short-term mindset....